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Interbrand Canada launches Brand Insights unit

Interbrand Canada of Toronto has launched a new business group called Brand Insights that will specialize brand research and analytics. Its services will include brand strategy development, the evaluation of brand extension options, and the development of creative and brand identity.

The group will be headed by associate director Mark Rose. Rose most recently operated his own market research company called Rose Illuminations. He was also president and co-founder of Ikonica Insights and a senior consultant at Interbrand.

"Far too often, brands take unnecessary risks by validating a strategy after it has been implemented, rather than at the outset of the decision-making process," said Rose. "Our goal is to help Canadian brands make sound business decisions by providing a fact-based foundation to guide investment and strategic direction. This not only manages uncertainty but also ensures that we maximize the potential of brands."